Click to close searching.

Managing Your Content: Starting a Calendar

By Corrie Oberdin   •   27 February, 2014



Managing Your Content: Starting a Calendar

In Social Media by Corrie Oberdin     Comment Bubble  Leave a Comment      Like

Back a billion years ago, when corporate blogging was new, there weren’t a whole lot of  best practices as it related to managing content. We found a lot of the stories from corporate bloggers, many of whom became their companies’ social media go-to people, were the same: Fire up the browser, pick a topic, write. Repeat daily (or several times daily) depending on your needs and schedule.

We can speak from experience that this is not the easiest way to create content.

As social media developed, and communication needs grew more complex, “pick a topic and write” option became much less feasible. To allow for greater flexibility, creativity and advance planning, many organizations started using content calendars to help them organize what they want to say, when they want to say it, and on what channel.

Despite the fact that many, many organizations use content calendars, we are not surprised when we hear that people aren’t using them. Why? Because it can often be easier to run things “on the fly” than it is to start planning out your content. The initial planning stages take time, and time is often what a lot of organizations don’t have.

If you are already running an ongoing social program, but are not using a calendar, starting can be easy (look for a future post that talks about starting from scratch).

  1. Look at the content you are currently sharing. How much of that is “as it happens” content, and how much of it are things you know about in advance? Begin identifying types of content you can plan for, or plan on, having for your social channels.
  2. Select a tool that you know how to use, and that is accessible to more than one person – it could be a shared Excel document, a Google calendar, or a planning tool exclusive to your office.
  3. Create a week-by-week framework for the next 4-6 weeks, and drop the content that you can plan for into the calendar. Anything else (the “as it happens” stuff) can be considered supplemental.
  4. USE your calendar document weekly, adding in supplemental content (you might see a pattern where you can anticipate what you originally thought was “as it happens” content) and noting any changes to your schedule.
  5. About a week before your planned schedule comes to an end, create a new schedule for the next 4-6 weeks.

The following is a sample of our weekly content calendar. We color code our calendar to help us keep track of each week: Green for things that are completed, Red for links to other sources, Blue for items we are waiting on or that are tentative.

Content Calendar

 Stay tuned for more content planning posts, including a look at creating content categories and how to start from scratch!


Have something to add?

Your email address will not be published.